There are a lot of things to know to be a pro at testing, so I’ll cover some of the basics every week. Hopefully I’ll have a nice inventory of posts that can be used as a resource for you or anyone else to quickly learn the testing language and methods.
A good starting point to learning about testing methodology is to wrap your head around the idea of template and in-place tests.
A template test is a test using a new template in competition with the original template and is best done as a split test. A template test basically means you have all the same content but in different positions on the page. This is an example template:
If this is my original template and I am doing a template test, I would switch the items around, but have the same exact content (hero shot, headline, price, etc.) to make a new template like this:
These two templates would compete in a split test. A note though, even if I only move one thing, say I bring the Call-to-Action Button above the First Party Validation, it is still considered a template test.
However, if all I am doing is swapping out the content in those positions then it is an in-place test. Usually a multivariate test is an in-place test, trying out new headlines, images and text within the positions of the original content.
Typically you want to do a template test first to find the best positioning and then an in-place test to find the best messaging.
Continue on for more in depth examples
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